SONY’S MARKETING PLAN

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PRESENT TO: SIR. YAWAR ABBAS PRESENTED BY: INNOVATORS M.COM 2ND SEM

DBMS UAF
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GROUP MEMBERS

ZAFAR ABBAS RIZVI 05 SALEEM MAQBOOL 07 KASHIF RASHID 04 BU ALI RANA 03 YASIR MUSHTAQ 17

INTRODUCTION

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SONY WORD DERIVE FROM GREEK WORD SONUS MEANING GODDESS OF SOUND SONY IS MULTINATIONAL ELECTRONIC CORPORATION. ITS HEADQUARTER IS IN TOKYO ITS REVENUE IS US$88.7 BILLION (08) IT IS WORKING IN 204 COUNTRIES WITH 180500 EMPLOYEES

IT IS A LEADING MANUFACTURER OF ELECTRONICS, VIDEO & COMUNICATION SONY IS IN AMONG THE WORLD TOP TWENTY SEMI CONDUCTOR SALES LEADER

VISION
VISION: WE MUST SEEK NEW APPROACHES TO TRANSFORM OUR ABILITY TO ACHIEVE BOTH PROFITABLE AND SUSTAINABLE GROWTH

MISSION
MISSION STATEMENT: SONY IS WORKING TO CREATE VALUE FOR ITS STAKEHOLDER AND IMPROVE THE QUALITY OF LIFE FOR THE NEXT GENERATION THROUGH ITS INNOVATION

SAMPLE PRODUCTS
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TELIVISION AND PROJECTORS HOME VIDEO HOME AUDIO HOME THEATER DIGITAL PHOTOGRAPHY HAND CAM VIDEO CAMERA GAME HAIR DRYER MOBILE PHONES OTHER ACCESSORIES

SALES
90 00 80 00 70 00 60 00 50 00 40 00 30 00 20 00 10 00 0 20 04 20 06 20 08 S ALES

SITUATION ANALYSIS
MARKET SUUMMURY: SONY CORPORATION HAS IS SATISFACTORY TO CUSTOMER NEEDS. AS IT CAN BE CLEARLY SEEN THAT SONY AS COMPANY HAS EXPANDED ITS PRODUCTS AND SERVICES FROM ELECTRONIC AND DIGITAL DEVICES.

TARGET MARKET
SONY IS A DIVERSE BRAND THAT PROVIDES PRODUCT AND SERVICES FOR A WIDE VARIETY OF PEOPLE. SONY WILL FOCUS ON EXPANDING ITS SEGMENT IN THE WOMEN’S MARKET. WOMEN MAKE UP OVER HALF THE SALES IN THE CONSUMER ELECTRONICS AND INFLUENCE OVER 80% OF PURCHASES

SWOT ANALYSIS
STRENGTHS: ONE OF THE WORLDS LARGEST MANUFACTURER OF ELECTRONIC PRODUCTS ITS BRAND LOYALTY IS VERY HUGE AMONG CONSUMERS INNOVATION HAS BECOME A PART OF MAINSTREAM CULTURE. THERE IS A LONG LIST OF PRODUCTS INTRODUCED BY SONY 1ST TIME EVER E.G I.POD, LCD TV & WALKMAN.

WEAKNESSES: DECLINE IN PRODUCT COMPETIVENESS INEFFICIENT MANUFACTURING STRUCTURE HIGH PRICE PRODUCTS

OPPURTUNITIES
PARTNERSHIP WITH FIFA FOR WRLDCUPS 2010 & 2014 THAT’S WHY IT WILL INCREASE BRAND AWARENESS ITS EXPECTED GROWTH $171 BILLION

THREATS: INCREASING PRICE OF RAW MATERIALS UNSTABLE SUPPLY AND DEMAND CONDITIONS EXPECTED INCREASE OF $350 MILLION FOR 2008-09 INTENSE COMPETITION ECONOMIC DOWN TURN IN WORLD

COMPETITOR ANALYSIS

HUGE COMPETITORS IN EVERY BUSINESS AT EVERY LEVEL TOSHIBA AND SHARP ARE TOP COMPETITORS IN JAPAN PANASONIC’S OPERATING INCOME INCREASE IN 2007-08 BUT SONY INCOME DOWN 57.2% FOR THE SAME PERIOD

MARKETING STRATEGIES

MARKETING OBJECTIVES INCREASING SALE FOR SONY ELECTRONIC PRODUCT AS WELL DELIVER CORPORATE VALUE TO CUSTOMERS AND PARTNERS. FINANCIAL OBJECTIVES TO DECREASE PER UNIT COST MORE ADVERTISING WITH LOW EXPENSES

POSITIONING SONY IS ONE OF THE WORLD’S GREATEST BRAND IN THE EYE OF THE CONSUMER SONY PRODUCTS ARE CONSIDERED TO BE HIGH QUALITY, UNIQUE AND CONVINIENT SONY HAS AN INNOVATIVE CULTURE

MARKETING MIX

PRICING SONY DECIDES PRICE WITH CONSULTATION OF MARKETING MANAGER SONY BRAVIA LCD TV IS A SKIMMING PRICING STRATEGY SONY CYBERSHOT DIGITAL CAMERA IS PENETRATION STRATEGY

SONY DISTRIBUTION SONY USES 1 LEVEL 2 LEVEL AND ZERO LEVEL CHANNELS, LIKE IN UAE 1 CHANNEL DISTRIBAUTION. THROUGH INTERNET, SONY HELPS CUSTOMERS TO FIND NEAREST RETAILER SHOP.

ADVERTISEMENT AND PROMOTION COMPANY’S PROMOMOTION EFFORTS ARE CONTROLABLE MEANS TO CREATE AWARENESS AMONG PUBLIC ABOUT ITSELF. SONY ADVERTISE ITS PRODUCTS THROUGH DIFFERENT WAYS IN MEDIA LIKE TV, INTERNET AND EMAILS

COMPANY RESEARCH SONY’S R&D DEPARTMENT HAS 31% LABOUR FORCE INVOLVE TO CREATE INNOVATIVE PRODUCTS. SONY EVERY YEAR SPENT 25% OF ITS INCOME ON R&D.

FINANCIALS
2004 2005 2006 SALES 2007 2008

7530. 7191. 7510.6 8295.7 8871.4 6 3 374.5

OP. 133.1 145.6 226.4 71.8 INCOME

NET 88.5 163.8 123.6 125.3 369.4 INCOME

9000 8000 7000 6000 5000 4000 3000 2000 1 000 0

SALES OP. INCOME NET INCOME

4

5

6

7

8

MANAGERIAL IMPLICATION AND RECOMMENDATINS

SONY WILL HAVE TO RETOOL THEIR PRODUCT AND OVER ALL MARKET ATTITUDES TO SUIT DIFFERENT DEMOGRAPHICS AND CAPTURE THE GROWTH OPPURTUNITIES IN TECHNOLOGY DEVELOPMENTS DECREASE THE NUMBER OF MATERIALS AND PARTS REQUIRED TO MANUFACTURE AND KEEP COST DOWN BRING A STRONG PRESENSE TO EPRODUCT AND INNOVATIVE DEVICES

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LIKE COPUTER HANDHELD AND PERIPHERAL DEVICES DEGITAL CAMERA AND CAMCODERS MOBILE PHONES LCD TV SEMICONDUCTOR INNOVATION

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